Mother! Is Attempting to Use Its Bad Press to Attract More Moviegoers

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Paramount believes in the old adage “there’s no such thing as bad publicity,” even if that publicty is an F rating (the worst possible) on CinemaScore. Attempting to use the divisive response to the film Mother! to its advantage, a new commercial for Darren Aronofsky’s latest displays both five-star reviews and this quote from The New Yorker’s Anthony Lane: “A public health warning: This movie is insane.” It also declares that people “can’t stop talking about it,” and given the amount of time we’ve spent discussing Michelle Pfeiffer, Jennifer Lawrence, its possible allegories, and that baby scene, we have to agree.